McD’s launches next strike in breakfast war – in Wrigleyville

McDonald’s Corp. is striking back in the ongoing fast food breakfast war with a new billboard in Wrigleyville. Designed by ad agency Leo Burnett with the input of an engineer, the billboard features a real sundial whose shadow falls on a different breakfast item each hour until noon, when the shadow of the McDonald’s arches are dead center. McDonald’s new sundial billboard. The billboard, which went up near the intersection of Clark and Addison on Friday, is the latest in a campaign aimed at urging Chicagoans to turn to McDonald’s for breakfast. “McDonald’s invented breakfast in the quick service restaurant industry,” says Rob Jackson, McDonald’s regional marketing director for the greater Chicago region, which includes parts of Wisconsin and Indiana. Oak Brook-based McDonald’s, which launched the Egg McMuffin in 1973, has been facing more competition lately in its hometown. In May, Starbucks began selling warm breakfast sandwiches in Chicago and Wendy’s, which is testing breakfast items in some markets, may eventually roll out breakfast nationwide. “As competition heats up, we want to make sure we have the value, variety and convenience customers look for,” Mr. Jackson says. “Breakfast is a very critical part of our business, and our goal in Chicago is to demonstrate our variety at breakfast.”

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